MAM
Muscle & Strength India expands its presence in multi-brand supplement market
Mumbai: After the success of its franchise business of multi brand supplement store, Muscle & Strength India, one of the retailers of fitness supplements & nutritional products has entered exclusive distributorship of renowned international supplement brands in India such as JNX Sport, Ryse Supplements, DY Nutrition, Unmatched Supplements, Universal Nutrition, VMI Sports, DarkLabs, Hawk Labz, Blackstone Labs amongst others. The world-class supplements and nutrition products from these companies have been proven over time due to their trusted quality, innovation and value to help consumers with the widest range of products for health, wellness, fitness & bodybuilding. Besides the domestic market, Muscle & Strength also plans to strengthen its presence in international markets like Nepal, Bhutan, Sri Lanka, Bangladesh and Myanmar soon.
Muscle & Strength India currently has 25 stores spread across multiple cities in the country and has the widest range with over 1000 fitness supplements and nutrition products from 42 brands. These products are used for athletic performance, fitness and overall wellness. As part of the expansion plan, Muscle & Strength India will also partner with various gyms across the country, while introducing more products soon.
“At Muscle & Strength India, we believe everyone is deserving of good health, and we are pleased to now offer world class supplements and advanced sports nutrition products to consumers. This next step in our growth is a testament to our hard work over the years, further enriching our diverse product offerings. We take immense pride in our association with these renowned brands and our partnership with them will enable us to fulfill our mission of providing high-quality products to fitness enthusiasts. We hope to see many other partnerships come to fruition in the near future and are also looking forward to the continued introduction of more such products to newer markets. We are excited about the opportunity that lies ahead,” said Muscle and Strength India founder Praveen Chirania.
“The driving factor of the dietary supplements market is the increasing health consciousness and proactive health mindset amongst the consumers. However, it is important to make the distinction between genuine and fake supplements and hence one should buy them from genuine dealers of reputed brands. In a short span of time, Muscle & Strength India has already made its mark with its authentic and genuine products. Going forward, the company aims to further launch products in various variants, focusing on different health and wellness categories and segments. We now anticipate great business opportunities for growth with this new partnership and making a meaningful difference to improve the quality of life,” added Praveen.
Founded in 2018 by Praveen Chirania, Muscle & Strength India is a leading brand in the supplements space today endorsed by renowned celebrities and athletes. The company offers a comprehensive range of genuine high-quality fitness supplements and nutritional products across categories such as proteins, vitamins, minerals and herbal supplements etc manufactured by international fitness brands under a single roof.
MAM
GUEST COLUMN: How data and adtech are driving OOH growth in India
Data and technology are reshaping OOH and boosting advertiser confidence.
MUMBAI: Out-of-Home (OOH) advertising is evolving from a traditional, location-driven medium into a data-informed channel that blends physical presence with digital intelligence. For Nipun Arora, co-founder of Osmo, this transformation is redefining how advertisers plan, execute, and measure campaigns in India. In this piece, Arora explores how traffic, mobility, and AI-powered data are enhancing site and audience insights, why DOOH is accelerating precision planning, and how authenticity, creativity, and repeat exposure are driving renewed advertiser confidence in OOH.
For years, Out-of-Home (OOH) advertising operated with minimal reliance on data. Site selection was largely driven by visibility, location, and a planner’s understanding of traffic patterns.
That is now changing rapidly.
The first shift came with traffic data, offering basic estimates of vehicular movement. This evolved into mobility data powered by GPS signals, enabling deeper insights into audience movement and behavior. Point-of-interest data further refined this by helping advertisers understand who is likely to be present around a location.
Today, artificial intelligence and computer vision are unlocking an entirely new layer of site and audience intelligence. Together, these data streams are transforming OOH from a real estate-led medium into a data-backed one.
The rise of Digital Out-of-Home (DOOH) is accelerating this shift. Campaigns can now be planned, scheduled, and optimized with increasing precision bringing OOH closer to an adtech model. That said, as a physical medium, OOH still operates within real-world constraints, making this transition gradual rather than absolute.
At the same time, advertisers are returning to OOH with renewed interest.
One of the biggest drivers is authenticity. Unlike digital platforms, OOH offers real-world visibility free from bots, fraudulent impressions, or ad blockers. What you see is what exists.
There’s also growing digital fatigue. Consumers are overwhelmed by constant online advertising, often choosing to skip or ignore it. OOH, by contrast, engages audiences naturally within their environment, without interruption.
Mobility further strengthens its impact. As people move through cities daily, OOH benefits from repeated exposure building recall over time in a way few channels can match.
Add to this the power of creativity. Large formats and contextual executions don’t just capture attention, they often extend beyond the physical space, finding life on social media.
Finally, the increasing availability of data at the planning stage is boosting advertiser confidence. Better insights mean better decisions and more accountability.
As cities grow and movement increases, OOH is uniquely positioned at the intersection of physical presence and data intelligence. Its evolution from billboards to big data isn’t just a technological shift, it’s a redefinition of the medium itself.
Note: The views expressed in this article are solely the author’s and do not necessarily reflect our own.
